Deck 19: Advertising Testing: Concept and Communications Tests

Question 1

Consider the two statements shown below.
I.Concept tests can be used to identify and then compare the strengths and
Weaknesses of alternative benefits or positionings.
II.Concept tests can be used to identify the strengths and weaknesses of
Alternative approaches to communicating a selected positioning.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Answer 1

C

Question 2

Which of the following is NOT a recommended format for the communication testing of television ads?

A)storyboard
B)animatic
C)photomatic

Answer 2

A

Question 3

Communication testing typically ________ concept testing.

A)is conducted at the same time as
B)comes before
C)follows

Answer 3

C

Question 4

Consider the two statements below which refer to concept test visuals.
I.Visuals can be used when they are an essential part of the intended
Communication.
II.Visuals can be used when they are needed for brand,service,or other
Identification purposes.
Which,if any,of these guidelines should be followed when preparing a concept?

A)I only
B)II only
C)I and II should both be followed
D)Neither I nor II should be followed

Question 5

The following may or may not describe acceptable practice in the writing of concept test tag lines.
- Be highly focused
- Use a brief phrase
- Be single-minded
- Be believable
How many,if any,of these recommendations are allowable when writing a concept test tag line?

A)0
B)1
C)2
D)3
E)4

Question 6

The following may or may not describe acceptable practice in writing a concept test headline.
- Use catchy phrases
- Use sentence fragments
- Use simple declarative statements
- Use provocative questions
How many,if any,of these recommendations are allowable when writing a concept test headline?

A)0
B)1
C)2
D)3
E)4

Question 7

Which of the following is NOT an important consideration in writing the body copy for a concept?

A)use short paragraphs
B)use active,declarative sentences
C)keep all word length to seven letters or less
D)avoid sentence fragments
E)keep overall length short

Question 8

Which of the following is NOT recommended when writing a concept?

A)use puffery
B)avoid exaggeration
C)avoid salesmanship
D)present the core idea simply
E)present the core idea realistically

Question 9

A(n)________ is a simple,written expression of a positioning,benefit,reason for being or unique communication proposition.

A)ad sketch
B)communique
C)creative
D)concept
E)ad outline

Question 10

A concept test ________ succinctly summarizes the main communication idea and provides an explicit lead-in to the body copy.

A)visual
B)tag line
C)lead paragraph
D)headline

Question 11

The use of visuals and headlines are important,required components of a concept.

Question 12

A ________ focuses on how well messages are conveyed and reactions to the message,both within the context of alternative executions.

A)creativity
B)concept
C)communication
D)construction
E)centrality

Question 13

When preparing body copy for a concept it is important to ________.

A)keep the copy focused and single-minded
B)try and communicate as many product benefits as possible
C)keep each paragraph focused on a different benefit
D)use copy that closely resembles final advertising copy

Question 14

A concept test headline should closely resemble the headline that will be used in the final advertisement.

Question 15

The purpose of concept and communication tests is to ________.

A)select a "winner"
B)identify the "losers"
C)collect diagnostic information on strengths and weaknesses

Question 16

The following statements refer to the format of print ads used in a communication test.
I.Print ads should be actual size.
II.Print ads can use drawings instead of photographs.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 17

Concept and communication tests take place during the final stages of the advertising development process.

Question 18

Advertisements in communication research are tested in a rough stage of development.

Question 19

Another name for communication testing is ________ research.

A)copy development
B)creative decision
C)advertising development
D)institutional
E)copy change

Question 20

A ________ focuses on messages and message evaluation outside of the context of actual executions.

A)creativity
B)concept
C)communication
D)construction
E)centrality

Question 21

Think about concept and communication tests.Questions related to affective reactions primarily try to identify respondents' likes and dislikes.

Question 22

When a concept or communication test involves four or more stimuli,these stimuli are ________ .

A)presented one at a time,and each is fully discussed before proceeding to the next
B)presented in pairs,with discussion of both stimuli in the pair taking place at the same time
C)presented all at the same time,and each is discussed in turn
D)presented all at the same time,and all are discussed at the same time

Question 23

Think about concept and communication tests.Initial questions probing reactions to the message focus on the extent to which respondents feel that the message is important and ________.

A)creative
B)interesting
C)relevant
D)motivating
E)inspiring

Question 24

Think about data collection for either a concept or communication test.It is appropriate to ________.

A)only use a qualitative approach to data collection
B)only use a quantitative approach to data collection
C)use either qualitative or quantitative approach to data collection

Question 25

Think about concept and communication tests.When exploring affective reactions,it is recommended that a respondent always be asked "What did you like?" prior to asking "What did you dislike?"

Question 26

Think about concept and communication tests.In quantitative approaches,reactions to the message are collected via ________.

A)only closed-ended questions
B)only open-ended questions
C)a combination of both open- and closed-ended questions

Question 27

A concept or communication test gives respondents ________ to initially read the stimulus.

A)five minutes or less
B)up to ten minutes
C)up to fifteen minutes
D)an unlimited amount of time

Question 28

Concept and communication tests ________

A)can only be be conducted by specialized research companies
B)can only be conducted by the advertising agency
C)can be conducted either by the advertising agency or by a specialized research company

Question 29

Think about concept and communication tests.In quantitative approaches,affective reactions are collected via ________.

A)only closed-ended questions
B)only open-ended questions
C)a combination of both open- and closed-ended questions

Question 30

Think about concept and communication tests.An investigation of message recall is carried out through the use of a(n)________.

A)open-ended question
B)rating scale
C)dichotomous question
D)semantic differential
E)constant sum question

Question 31

A (n)________ is the recommended choice for a television ad communication test whenever a drawing is an inadequate representation,such as showing appetizing food.

A)storyboard
B)animatic
C)photomatic

Question 32

In a concept or communication test,after the stimulus is presented and read,it is then removed prior to the start of the interview or group discussion.

Question 33

Think about concept and communication tests.At the end of the test,you want to explore attitudinal or behavior impact.In this regard,consider the two questions shown below.
I.Based on what you read,how likely are you to recycle?
II.Based on what you read,would you say that you are now more or less
Likely to recycle?
According to the text,which would be the preferred approach?

A)I is preferred
B)II is preferred
C)Either approach is acceptable

Question 34

Think about concept and communication tests.When exploring message or execution specific issues it is recommended that ________ questions be used.

A)open-ended
B)rating scale
C)multiple choice
D)constant sum
E)semantic differential

Question 35

A concept or communication test begins with ________.

A)an explanation of the task and stimulus materials
B)payment of the incentive
C)identification of the research sponsor
D)the collection of information regarding respondents' media habits
E)the collection of information regarding respondents' attitudes toward advertising

Question 36

Think about concept and communication tests.________ approaches to data collection begin the interview with open-ended questions.

A)Only qualitative
B)Only quantitative
C)Both qualitative and quantitative

Question 37

A (n)________ is a storyboard on film or tape accompanied by a rough soundtrack.

A)storyboard
B)animatic
C)photomatic

Question 38

Think about concept and communication tests.The areas explored in reactions to the message probe the extent to which respondents feel the message is believable,unique and easy to understand.

Question 39

Think about concept and communication tests.________ precedes the collection of affective reactions.

A)Reactions to the graphic design
B)Reactions to the message
C)Reactions to the interviewer
D)The answering of any respondent questions

Question 40

The body copy in a communication test should be identical to that proposed for the finished advertisement.

Question 41

Why are the initial questions in a concept or communication test asked in an open-ended way?

Question 42

Data summarization in concept and communication tests should include an analysis of total sample responses as well as the responses of specific subgroups of individuals.

Question 43

Briefly list two important considerations to keep in mind when communication research is done in a focus group setting.

Question 44

What role does a communication test play in the advertising development process?

Question 45

Why is it important to be single-minded in concept test body copy?

Question 46

What role does a concept test play in the advertising development process?

Question 47

The analysis of concept and communication test data requires data summarization and the uncovering of underlying relationships.

Question 48

Think about data analysis for a concept or communication test.The statements below refer to exploring the relationship between two measures.
I.Correlation is an appropriate statistical technique.
II.It is acceptable to cross-tabulate an open-ended question with a closed-ended
Question.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 49

The Secondhand Smoke research discussed in the text used ________ to collect the required data.

A)only qualitative methods
B)only quantitative methods
C)both qualitative and quantitative methods

Question 50

The Healthy Eating research discussed in the text was designed to select the "winning" concept.This winning concept would then be produced without modification.